Why "Space" is the New "Gym Membership"

For 50 years, the fitness industry sold "Access." You paid $50/month to access the weights. Today, access is free (YouTube, Parks). The new commodity is Experience.

The Unbundling of the Gym

Consumers don't want to pay for a sauna they never use. They want to pay for the exact experience they want, when they want it.

• They rent a court for pickleball.
• They book a reformer for pilates.
• They buy a drop-in for a sound bath.

For Instructors: You Are the Amenity

In this new world, the Instructor is the product, not the facility. Students follow you. The studio is just the container. This shifts the power dynamic back to the talent.